探討遊客對導遊解說涉入、認知風險、滿意度與地方依附之關係性

摘　　要旅客旅遊地區的選擇不論是曾經去過或是第一次前往，往往會對當地的旅遊環境有持著高度興趣、好奇或甚至有時感到不安，而旅遊從業人員以導遊為例，則需要給予遊客適當及最新的資訊在車上或景區等地方以最淺顯易懂的方式(例如影片、故事、稗官野史或是正規歷史等)，介紹當地的特色、風土民情及應注意的注意事項告知旅客，以提高曾經去過或第一次前往的旅客對這個地方有不一樣的認識，更有信心的相信這個景點可帶來旅遊樂趣與降低對此地的不安全感，藉此方式拉近與旅客的距離，增加信任感與依賴性以提高旅客更高的滿意度。基於上述導遊實務之現象，本研究欲探討遊客對導遊解說的涉入程度會如何影響他們對旅遊的認知風險、旅遊滿意度與地方依附。本研究採用問卷調查方式進行樣本收集，而研究對象為在台灣進行旅遊的206位國民旅遊遊客與99位陸客。所獲得之問卷資料以SPSS統計軟體進行資料分析。從本研究結果得知：(一)遊客對導遊解說涉入會負向影響遊客對旅遊的認知風險。(二)遊客對導遊解說的涉入會正向影響遊客的旅遊滿意度。(三)遊客對旅遊的認知風險會負向影響旅遊滿意度。(四)遊客對解說涉入對會正向影響地方依附。(五)遊客的認知風險會負向影響地方依附。(六)遊客旅遊滿意度會正向影響地方依附。

關鍵字

涉入；認知風險；旅遊滿意度；地方依附

並列摘要

Abstract Tourists normally hold high interests or some uncertainties on the travel places while traveling. Tour practitioners, particularly tour guides, have to provide the latest travel information in order to reduce tourists’ uncertainties and increase their confidences on the travel places and travel satisfaction. Based on this phenomenon of tour guide’s services, this study attempts to understand how tourists’ involvements on tour guide’s interpretation affect their travel risk perception, travel satisfaction and place attachment. This study uses the questionnaires survey and the respondents are 206 local tourists and 99 Mainland Chinese tourists who travel in Taiwan. The results of this study are as follows. (1) Tourist’s involvement on tour guide’s interpretation has a negative effect on perceived risk; (2) Tourist’s involvement on tour guide’s interpretation has a positive effect on travel satisfaction; (3) Perceived risk has a negative effect on travel satisfaction; (4) Tourist’s involvement on tour guide’s interpretation has a positive effect on place attachment; (5) Perceived risk has a negative effect on place attachment, and (6) Travel satisfaction has a positive effect on place attachment.